B2B Conversion Audiences

B2B Conversion Audiences

A B2B conversion audience (also referred to as a form fill completion page) tracks the visitors that reach a 'thank you' page or a confirmation page on your website after they submit their email address through a form.

The most common examples of B2B Conversion Audiences are:

• A 'thank you' page shown to a visitor after requesting a demo.
• A 'thank you' page shown to a visitor after downloading a piece of gated content, such as a white paper, case study, or report.
• A 'thank you' page shown to a visitor registering for an online or in-person event, such as a webinar or conference.
• A 'thank you' page shown to visitors after they sign up for a trial or subscription.
• A 'thank you' page shown to visitors after they request to speak to your Sales Team.

The image below shows the Conversion page. This is the thank you page where the visitor is directed to after completing the demo form submission: adroll.com/request-a-demo-thank-you

 Defining your B2B Conversion Audiences carefully will allow you to:

• • Understand the consumer journey on your site and the traffic that you are driving to your different conversion pages.
  • Collect information on users that complete your 'form fill completion pages'
  • Identify the users who have already completed a conversion on your website and target them with specific messaging that resonates with prospects that are further down the funnel.
  • Identify the users who have already completed a conversion on your website and exclude them from your target audience when launching specific advertising, for example, top-of-the-funnel advertising that seeks to create brand awareness.

B2B High-value page Audiences

A High-value page Audience tracks the visitors that reach the landing pages where they are prompted to submit a form with their email address, however they have not yet converted. High-value pages tend to be valuable pages in your website that denote your visitor is interested in your product or services, such as your pricing page.

The most common examples of B2B high-value page audiences are:

• Your pricing page.
• Your product-specific landing pages.
• Any lead form landing pages shown to a visitor to collect their email address:
  • • The landing page shown to a visitor to request a demo.
    • The landing page shown to a visitor to download a piece of gated content, such as a white paper, case study, or report.
    • The landing page shown to a visitor to register for an online or in-person event, such as a webinar or conference.
    • The landing page shown to a visitor to sign up for a trial or subscription.
    • The landing page shown to a visitor to request to speak to your Sales Team.

The image below shows our high-value page where the visitor is called to request a demo: rollworks.com/request-a-demo

Differences between high-value pages and conversion pages

Create B2B Conversion Audiences

Before you start you must place the Pixel on the header of your website, ensuring that it fires on every page of your site. Your Pixel is the key to tracking your site activity, including conversions.

The most common way to define a conversion audience is by creating a URL-based Audience and then checking the box that reads This is a conversion audience.

Follow the instructions below for detailed steps to create your Conversion Audience:

• Login to AdRoll ABM and go to Audiences > Website Audiences > Create New Audience.

• Select Audience Type = URL Visited and enter the thank you/confirmation URL page
• Type the desired 'Audience Name'
• Mark the checkbox 'This is a conversion audience'
• Select the Lead Type from the options available in the dropdown. You can then view Lead Type reporting in the reports. 
  • • • 'Content Download'
      • 'Webinar Registration'
      • 'Demo Request'
      • 'Contact Us'
      • 'Sign Up'
      • 'Other Lead Type'
• Enter 'How long to keep a person in this audience?'. If you are unsure how many days to keep your visitors in your audience, read this article about how to set your Audience Duration. 
• Click 'Create Audience'

If your company does not use 'thank you' confirmation pages after a form fill is submitted by a visitor, you can use an Event-based Audience to define your Conversion Audience.

Event-based audiences are based on an action triggered by your visitor in your website, for example.

A visitor clicks the button to initiate the process to request pricing. If you define your conversion in this way, the platform will count a conversion any time a visitor clicks the 'Request pricing' even if the subsequent form fill is not submitted successfully.

This set up is usually required if your visitors are directed to a 'thank-you' confirmation URL after submitting a form fill.